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LUXURY MARKETING

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S1S2-MKT-MA-EI15UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Gwarlann DE KERVILER


Pré requis

None

Objectifs du cours

At the end of the course, the student should be able to:
Know what constitutes the luxury industry today (markets, players) with its recent challenges (e.g. managing desirability and accessibility; going digital) and specificities of various industries (e.g. Perfumes - Wine &Spirit - Watches & Jewelry - Fashion…)
Understand the key aspects of luxury brand management ; the characteristics of luxury customers (profiles and expectations) and the main business models (e.g. fully integrated to licensing)
Cover well-known luxury brand examples that relate to successful and less successful experiences
Participants will have developped their skills in crafting a whole marketing strategy in the luxury sector, through a group project.

Contenu du cours

The following topics will be addressed (order might change depending on guest speakers' availabilities):
- Introduction to the world of luxury : History; Definition; Different Industries involved; Trends and challenges
- Luxury consumption patterns: Segmenting the market; Understanding purchasing process; Providing an experience; Developing a relationship with customers.
- Luxury brands development : Developing a strong brand; Protecting the brand; Managing careful growth, brand extension, licensing and co-branding
- Luxury Product/service, price and portfolio: Integrating creativity and design; Managing quality; Service dimension; Fixing and managing price; Managing the Portfolio
- Luxury brand communication: Designing the message; Choosing and planifying media; Going digital
- Luxury retailing and business models: Understanding the business model; Designing the store experience (selling process; merchandising,..); Managing internationalization


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project14,00  
Individual Project10,00  
Independent work
Research10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Seminar
  • Interactive class
  • Case study


Évaluation

The assessment is based on five criteria :
- Active participation in class (taking into account attendance and ponctuality),
- Cases to be read and analyzed prior to each class
- Group presentations
- Individual assignment
- Individual project

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00120,00
Oral presentation0,00115,00
Others
Individual Project10,00120,00
Written Report0,00120,00
Case study0,00125,00
TOTAL     100,00

Bibliographie

  • Jean-Noel Kapferer Vincent Bastien (2008), The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, Kogan Page ed, 384 pages -

  • Uche Okonkwo (2007), Luxury Fashion Branding, Palgrave macmillan, 314 pages -


Ressources internet



 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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